Aarti Dabas oversees the commercial engine of the England & Wales Cricket Board as Chief Revenue Officer, driving strategic growth, partnerships, and revenue streams while championing women’s cricket globally. Since joining in February 2026, she has immersed herself in the organization’s leadership, assessing opportunities to strengthen fan engagement and optimize both the men’s and women’s playing calendars. “Growth isn’t necessarily valuations or the bottom line… it’s about making the sport meaningful, enjoyable, and inspiring for people,” she says, emphasizing her commitment to sustainable, people-centered development.
Before her ECB role, Dabas spent five years at Formula E as Chief Media Officer, leading global media partnerships, digital innovation, and broadcast programming across a fast-growing motorsport. “Going to Formula E made me more humble, probably cut my ego a bit, and made me patient,” she reflects, noting that the experience sharpened her understanding of audience engagement and the commercial potential of sports outside the cricket bubble.
Her 12-year tenure at the International Cricket Council that preceded this was equally transformative. She pioneered ICC TV, bringing production in-house, and built the organization’s first digital team, expanding global reach to more than a billion viewers. Dabas also advocated for women’s cricket at every step, ensuring expanded live coverage of tournaments and equitable scheduling. “If you don’t believe in it, you can’t sell it. Nobody really championed women’s cricket, and some of us, including some Member board CEOs, felt strongly it needed more structure, strategy and visibility,” she notes, highlighting the commercial and cultural impact of the ICC’s initiatives.
Dabas began her career in sports media in India with IMG Media/TWI and Ten Sports, covering domestic and international cricket while navigating a male-dominated industry. “I put my head down and worked hard… things happen, you need to just keep moving on,” she recalls, describing the resilience that has defined her career. Her early journalistic instincts and operational rigor shaped her approach to media rights, commercial partnerships, and audience strategy.
At ECB, she combines her global experience with a passion for inclusion, building diverse teams and mentoring emerging leaders. With a focus on both commercial outcomes and the long-term growth of the sport, Dabas continues to help expand cricket’s reach, advocate for women’s cricket and women in cricket, and ensure that strategic decisions reinforce the values and culture of the game.